Online-Shopping of Muslim Customers: Mapping Potential and Examining the Effects of Islamic Consumer Behavior

This study aims to map the online shopping potential of Muslim customers and estimate the effect of Islamic consumers’ behavior on the level of that potential. This study also proves further about what are the driving factors of Muslim customers in doing online shopping in Islamic perspective. This research is quantitative with cross-sectional data based on a survey of 977 Muslims in Indonesia who actively shopped online in 2023. The findings found that 54.66% of respondents in this study were in the high-potential category. Personal and social aspects are strong predictors for the online shopping potential of Muslim customers. The increase in personal and social aspects causes the tendency of Muslim customers to be in the high potential group in online shopping by 0.522 times and 0.670 times than the customer group in the low potential group. This study highlights the significance of Islamic religiosity choosing online shopping by Muslims, whose conviction values are coordinated into their behavioral dimensions. Practically, this study contributes to e-commerce development policies particularly, for regulators, digital businesses, and also financial practices in planning market-driving strategies for digital business.